CG商品混凝土公司初创时期发展战略研究
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摘要
目前我国的商品混凝土行业呈现区域垄断的特征,拉法基和瑞安两大公司对重庆的商品混凝土市场具有很强的控制力。但国家环保政策强制性引导产业技术的升级和企业布局的合理化也为新商品混凝土企业提供了发展机遇。论文从此背景出发,对CG商品混凝土公司这一初创企业的发展战略问题进行了研究。
论文首先回顾了国内外战略管理的基础理论和方法,运用PEST分析方法和SCP分析模型分析了我国和重庆市商品混凝土行业发展现状。然后,论文介绍了为重庆钢铁集团环保搬迁项目配套的初创商品混凝土公司-CG公司的基本情况,并运用VRIO法分析了CG公司的人力、财务、技术、组织及品牌等内部能力,得出各核心要素的竞争优势所在。在此基础上,论文对CG公司进行SWOT分析,生成了CG公司初创期的战略,即采用总成本领先战略,并指出了战略实施的改进思路。此外,论文还提出了CG公司初创期战略实施的保障措施。
Now the commercial concrete industry of China represent the characteristic of regional monopoly. Lafarge China Company and Ryan Company have a dominance in the commercial concrete market. But national environmental protection policies guide the upgrading of industrial technology and guide the layout of the enterprises compulsorily. This structural adjustment provides great developing opportunities or the newly-established ready mixed concrete enterprises. Against this background, this paper analyses the strategic management of CG Ready Mixed Concrete Company which just enters this industry.
Firstly, this paper reviews the basic theories and methods about strategic management home and abroad, and analyses the development situation of ready mixed concrete industry in Chongqing and in China. Then, it introduces CG Company, a newly-established ready mixed concrete company. It is a subject of Chongqing Iron and Steel co. ltd, serving for the project of the Group’s environment protection movement. And This paper adopts the VRIO analysis method to analyze the CG Company’s inner capacities, such its human resources, financial resources, technologies, organization and brand, so as to make clear what are its competition advantages. On the basis of results of the previous analysis, it does SWOT analysis of CG Company, and gets its strategic choice and developing thoughts in the starting period. Furthermore, this paper advises some safeguard measures on the initial period of the newly-established firm.
论文首先回顾了国内外战略管理的基础理论和方法,运用PEST分析方法和SCP分析模型分析了我国和重庆市商品混凝土行业发展现状。然后,论文介绍了为重庆钢铁集团环保搬迁项目配套的初创商品混凝土公司-CG公司的基本情况,并运用VRIO法分析了CG公司的人力、财务、技术、组织及品牌等内部能力,得出各核心要素的竞争优势所在。在此基础上,论文对CG公司进行SWOT分析,生成了CG公司初创期的战略,即采用总成本领先战略,并指出了战略实施的改进思路。此外,论文还提出了CG公司初创期战略实施的保障措施。
Now the commercial concrete industry of China represent the characteristic of regional monopoly. Lafarge China Company and Ryan Company have a dominance in the commercial concrete market. But national environmental protection policies guide the upgrading of industrial technology and guide the layout of the enterprises compulsorily. This structural adjustment provides great developing opportunities or the newly-established ready mixed concrete enterprises. Against this background, this paper analyses the strategic management of CG Ready Mixed Concrete Company which just enters this industry.
Firstly, this paper reviews the basic theories and methods about strategic management home and abroad, and analyses the development situation of ready mixed concrete industry in Chongqing and in China. Then, it introduces CG Company, a newly-established ready mixed concrete company. It is a subject of Chongqing Iron and Steel co. ltd, serving for the project of the Group’s environment protection movement. And This paper adopts the VRIO analysis method to analyze the CG Company’s inner capacities, such its human resources, financial resources, technologies, organization and brand, so as to make clear what are its competition advantages. On the basis of results of the previous analysis, it does SWOT analysis of CG Company, and gets its strategic choice and developing thoughts in the starting period. Furthermore, this paper advises some safeguard measures on the initial period of the newly-established firm.
引文
[1] Michael E. Porter,How Competitive Forces Shape Strategy,Harvard Business Review,1972(2)
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[7]罗宾斯著,黄卫伟等译.管理学(第四版)[M].中国人民大学出版社,1997.
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[16]张伟.对我国商品混凝土行业发展战略的思考[J].建材发展导向,2006(4).
[17]张一北.中国混凝土行业的现状及发展趋势浅析[J].混凝土,2006(9).
[18]重庆统计年鉴(2000~2007).重庆市统计局
[19]刘良季,张彤. 21世纪初叶我国预拌混凝土行业态势初探[J].混凝土,2003(10).
[20]廉慧珍.混凝土企业如何面对市场竞争[J].建筑技术,2007(1).
[21]邹琢晶.推广使用商品混凝土势在必行——商品混凝土技术经济分析.四川大学,2004.
[22]王丹丹.上海混凝土行业呈现六大特色[J].混凝土,2006(5).
[23]张俊玲,王如.浅议天津市商品混凝土行业发展趋势及策略[J].基建优化,2006(2).
[24]王玉彤,李海宁.我国预拌混凝土企业的核心竞争力浅析[J].混凝土,2003(7).
[25]江迪.跨国公司对我国混凝土外加剂企业的收购热日趋明显.中国混凝土网.
[2] Michael E. Porter,From Competitive Advantage to Corporate Strategy,Harvard Business Review,1987(3)
[3] Sherrill Shaffer.‘Competitive bank pricing and adverse selection, with implications for testing tile SCP hypothesis'[J].The Quarterly Review of Economics and Finance, Elijah2002, (9):633-647.
[4] Elijah Browet III. William E. Jackson III.‘A note on the“risk-adjusted”price-concentration relationship in banking’[J]. Journal of Banking & Finance, 2006,(3): 1041-1054.
[5] J .David Cummins. Harry J.Loman. Dynamics of Insurance Markets: Structure, Conduct and the 21st Century[J]. Journal of Empirical Finance, 2005, (1) : 4.
[6]杰恩·巴尼著,王俊杰等译.获得与保持竞争优势[M].清华大学出版社,2003.
[7]罗宾斯著,黄卫伟等译.管理学(第四版)[M].中国人民大学出版社,1997.
[8]迈克·波特著,高登第等译.竞争论[M].中信出版社,2003.
[9]萨缪尔森,诺德豪斯著,肖琛等译.经济学(第11版)[M].华夏出版社,1998.
[10]王骅.中国混凝土行业现状及探索[J].建设机械技术与管理,2006(3).
[11]王庆.拉法基在中国——重庆拉法基水泥有限公司案例.对外经济贸易大学,2003.
[12]夏威.高性能混凝土产业化发展的若干思考[J].混凝土,2005(1).
[13]藏旭恒等.产业经济学(第三版)[M].经济科学出版社,2005.
[14]孟卫东,张卫国,龙勇.战略管理[M].科学出版社,2004.
[15]张水建.成都JH特种水泥业务发展路径比较研究.电子科技大学,2006.
[16]张伟.对我国商品混凝土行业发展战略的思考[J].建材发展导向,2006(4).
[17]张一北.中国混凝土行业的现状及发展趋势浅析[J].混凝土,2006(9).
[18]重庆统计年鉴(2000~2007).重庆市统计局
[19]刘良季,张彤. 21世纪初叶我国预拌混凝土行业态势初探[J].混凝土,2003(10).
[20]廉慧珍.混凝土企业如何面对市场竞争[J].建筑技术,2007(1).
[21]邹琢晶.推广使用商品混凝土势在必行——商品混凝土技术经济分析.四川大学,2004.
[22]王丹丹.上海混凝土行业呈现六大特色[J].混凝土,2006(5).
[23]张俊玲,王如.浅议天津市商品混凝土行业发展趋势及策略[J].基建优化,2006(2).
[24]王玉彤,李海宁.我国预拌混凝土企业的核心竞争力浅析[J].混凝土,2003(7).
[25]江迪.跨国公司对我国混凝土外加剂企业的收购热日趋明显.中国混凝土网.